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Sam Saideman of Innovo on Building Music Partnerships
Longevity is the key
Sam is co-founder and CEO of Innovo Management, handling musicians and influencers such as Ni/Co, Yonas, Jillian Webber and Marley Arnold. His experience includes booking, publishing and promotions. Sam has created, implemented and managed label marketing budgets for Meghan Trainor, Bia, Jon Batiste, Mario, Chris Brown, Cherub, Method Man, CeeLo Green and more.
We spent two minutes with Sam to learn more about his background, his creative inspirations and recent work he’s admired.
Sam, tell us …
Where you grew up, and where you live now.
I was born in London but moved to New York when I was 7. I spent the last nine years in Nashville but moved to Los Angeles in May.
Your earliest musical memory.
One jumping out at me is when my dad played my brother and me Eminem’s The Marshall Mathers LP in his car when it came out in 2000. I was 7, but I remember it was prefaced with, “Don’t tell your Mom.” Sorry, Dad.
Your favorite bands/musicians today.
I can’t stop listening to Tommy Richman’s Million Dollar Baby, Teddy Swims’ Lose Control and Kendrick Lamar’s Not Like Us. Most of my listening outside of podcasts and clients’ music is spent on ’90s hip-hop and jazz, and older indie/alt/classic rock.
One of your favorite projects you’ve ever worked on.
Loved working on Good Day by Yonas. This was during peak pandemic. We had to build buzz with limited budgets. We leveraged micro influencers to highlight what made their day great. Showcasing this during dark times felt like we were doing good work beyond marketing music.
A recent project you’re proud of.
Ni/Co – “On Purpose.” This duo built an amazing upswell of UGC around their song going viral. They came to us to help elevate and elongate that moment through influencer marketing. Now several months later, I manage them!
One thing about how the music world is evolving that you’re excited about.
Hate: The risks AI poses on job security. Excited: Reaching new audiences through effort and creativity rather than budget and connections.
Someone else’s work, in music or beyond, that you admired lately.
Loved what Michael Epstein and the team at GoodTalk (formerly Cinematic) did on the That Mexican OT’s single “Johnny Dang.” We got to be a tiny part of their marketing strategy. They absolutely crushed this.
A book, movie, TV show or podcast you recently found inspiring.
Arsecast by Arseblog and Arsenal Vision are the two podcasts I listen to daily. Both are about Arsenal F.C.
Your favorite fictional character.
How musicians should approach working with brands.
From a place of collaboration. We want to build partnerships over transactions, always. Longevity is the key.
How brands should approach working with musicians.
Let the creator drive the creative! Your corporate ad read doesn’t work in 2024.
A mentor who helped you navigate the industry.
Music side: Gary Kraen at Lightning 100. A buddy and mentor right from when I moved to Nashville. Entrepreneur side: Tim Gray, formerly of Grayscale Marketing (sold.) Tim helped me navigate the stresses and loneliness that come with running a business.
What you’d be doing if you weren’t in the music business.
Working for a non-profit in the mental health space, traveling, or doing something in sports.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
